Met with widespread acclaim from spectators in its involvement in the entertainment around the 2024 Tour de France, the brand Panzani is deepening its commitment and will join the Tour de France peloton as an official supplier for the next two years.
This partnership is a natural fit for the leading pasta and sauce brand in France, which is thrilled to connect with people nationwide while highlighting its local roots and its support for the French wheat industry.
LIKE THE TOUR, PANZANI NURTURES A STRONG BOND WITH LOCAL COMMUNITIES Staying true to its roots, Panzani uses only 100% French wheat sourced from agricultural partners for its pasta, which is produced in its French factories*. This wheat is grown by nearly 3,000 farmers across several regions —including Centre, South-East and South-West—, all of which are on the route of the 2025 Tour de France. By partnering with the Tour de France, Panzani shines a light on this field-to-plate commitment, underscoring the genuine connection that each packet of pasta from Panzani shares with local communities*. This partnership also reflects a broader ambition: to champion a style of food rooted in high-quality ingredients, French savoir-faire and continuous innovation in the service of flavour and enjoyment.
A UNIQUE ACTIVATION ON THE ROAD AND IN-STORE
From 5 July, Panzani will roll out a large-scale activation across all stages of the Tour de France. The brand will feature prominently in the publicity caravan, with five vehicles decked out in Panzani colours. Samples of its new premium pasta range, Fermes & Généreuses, will be handed out, along with a range of goodies including limited-edition bandanas and everyday essentials such as oven mitts, pasta bag clips and shopping trolley tokens. Furthermore, the iconic Panzani food truck will stop in every finish town and city, offering free tastings, interactive experiences and a chance to discover the latest innovations from the brand. To amplify the impact of the campaign, Panzani will launch a high-visibility in-store programme starting in May. Shoppers will find limited-edition Tour de France-themed packs on shelves and will be able to take part in a range of in-store activations throughout May, June and July, with the opportunity to win exclusive invitations to the Grande Boucle.
Albert Mathieu, CEO, Panzani: "More than just a partnership, becoming an official supplier to the Tour de France is an opportunity to highlight our local roots and savoir-faire. Through this event, we stress our commitment to supporting the French wheat industry, while sharing with people across France the quality of our products and our passion for flavour."
Julien Goupil, Media and Partnerships Director, A.S.O.: "We are delighted to welcome Panzani as an official supplier to the Tour de France. This iconic brand, a cornerstone of French culinary heritage, shares our deep connection to local communities, conviviality and excellence. As the leading brand of pasta, a staple food for athletes, this partnership is fully in line with the spirit of the Tour: close to the people, rooted in the regions, focused on the joy of sharing and supporting athletes in their pursuit of performance."
*Products bearing the '100% French wheat' logo
